Hip Hop Awards 2024: Dave Free named Video Director of the Year | News

Dave Free has established himself as one of the entertainment world’s most innovative and visionary directors and was recently named Video Director of the Year at the BET Hip Hop Awards alongside his longtime collaborator Kendrick Lamar.

Known for his work at pgLang, the multimedia company he co-founded with Lamar, Free has continued to redefine what it means to combine sophisticated art with commercial success. His direction blurs the lines between music, fashion and branding, making him a leading figure in the new wave of video production. Some of his biggest accolades include co-founding pgLang, his award-winning collaboration with Kendrick Lamar, leading major campaigns for global brands like Chanel, and collaborating with some of the biggest names in hip-hop and fashion.

In this stunning campaign for Calvin Klein, Dave Free demonstrated his ability to combine minimalism with deep storytelling. The video, which features a single model in a dimly lit room, emphasizes simplicity while creating an emotional narrative. With sharp cinematography and seamless use of lighting, Free managed to bring themes of loneliness and self-reflection into a commercial setting, showcasing his unique vision for fashion advertising. This campaign cemented his role in bridging the gap between high art and mainstream marketing.

This project for Cash App stands out for its edgy, vibrant approach to promoting fintech. Free’s leadership brought a sense of cool, grounded energy to a traditionally banal topic – money transfers. Through quick editing, clever framing, and a playful tone, Free transformed this ad into a cultural moment that combined humor and relevance and appealed to a younger audience. His creative ability to transform branded content into something much more dynamic and engaging further sets him apart in the industry.

Not like us is another example of Free’s talent for translating simple concepts into extremely appealing images. The video is surreal yet grounded, combining experimental effects with a clear narrative. Free’s use of contrasting colors and sharp angles helped create a visually stimulating experience and highlights his ability to push the boundaries of traditional music videos. The project, with its avant-garde flair, is a testament to his versatility and understanding of the evolving visual language in media.

Leading a collection for Chanel’s haute couture line is no easy task, and Dave Free brought his signature avant-garde flair to this high fashion show. The video exudes elegance with sharp, high-contrast shots that highlight the exquisite details of each piece. Free’s direction emphasizes the artistry of the garments while incorporating modern, unexpected elements that give the collection a fresh, contemporary feel. By combining timeless fashion with cutting-edge cinematography, Free has demonstrated his ability to appeal to both traditional and modern audiences.

Free’s work on ScHoolboy Q’s Numb Numb Juice is a masterclass in frenetic energy and visual creativity. The video is fast-paced, chaotic and full of eye-catching imagery that perfectly complements the intensity of the track. With tight framing, aggressive editing, and an unpredictable narrative, Free created a visual experience that reflects the raw power of the song. This project became one of the most talked about videos of its time and further cemented Free’s reputation for pushing boundaries in hip hop visuals.